OLED's growth will undoubtedly be aided by a shift in demand toward bigger sets, though early adopter pricing - $10,000 (£6440) for a 50in screen - will be a disincentive in a world where 50in and up LCDs are getting cheaper and cheaper.

DisplaySearch said the share of TV shipments at 50in and larger screen sizes is expected to jump from 6.5 per cent in 2011 to 7.7 per cent in 2012 and reach ten per cent by 2015.

"This will bring the average screen size to 35in for the first time in 2012, while the average size sold in North America is expected to exceed 40in in 2013," the researcher said. ®